With nearly 40 years of craftsmanship behind them, the five owners of Hometown Restyling were ready to evolve their brand to better compete in an increasingly saturated home improvement market. I led the design strategy in a series of discovery sessions focused on brand identity, website experience, social media alignment, digital presence, and a review of the competitive landscape. The result was a bold, simplified brand system that differentiates Hometown Restyling across Eastern Iowa.

Specializing in kitchen and bathroom remodels, window replacements, and custom sunrooms, Hometown has built its reputation on exceptional service, treating each project with the same care and detail as if they were their own homes. Lifetime warranties and an in-house service department further reinforce their commitment. The new brandmark, a blueprint-inspired "H," symbolizes entry and exit points, transformation in the remodeling journey, and the structural integrity at the heart of every project.

The previous identity lacked consistency. There was no defined color palette and no formal brand guidelines in place. The new identity brings definition and energy through the use of Pantone 186 and 187, two trusted reds used across major league sports branding, recognized for their timelessness, longevity, and proven effectiveness. This newly defined red design system now unifies their fleet of vehicles, on-site signage, team apparel, marketing materials, and digital platforms.

The redesigned website extends the brand's clarity and customer-first approach. In collaboration with content strategists, the new site features easier navigation, elevated photography, and a focused content strategy, transforming the website into a digital showroom.

Key pages, including financing, sweepstakes, and testimonials, were restructured with more persuasive calls to action and enhanced functionality. The updated experience reflects Hometown's craftsmanship, reinforces trust, builds credibility, and invites users to take the next step.

Together, the rebrand and digital overhaul mark a confident new chapter for Hometown Restyling, one rooted in decades of legacy, built for today, and ready for what's next tomorrow.

Created as lead designer at Meld Marketing.